CeraVe Launches Multi-City Tour With a Giant Gift Box Pop-Up
L'Oreal Group’s CeraVe is marking its 20th birthday with a multi-city experiential tour that puts a branded, oversized gift box at the center of its summer marketing efforts.
The “20 Years of CeraVe” activation is traveling to six U.S. cities between July and September. Designed as a walk-through installation, the activation highlights the brand’s product milestones over the last two decades and growth trajectory.
The experience includes branded merchandise, product giveaways, photo ops and visits from local dermatologists offering skincare advice and consultations.
Activation elements Include:
- A large-scale gift box installation with immersive brand storytelling.
- Branded merchandise and product giveaways.
- Appearances by local dermatologists offering on-site consultations and advice.
- Introduction of a new mascot character, “Sarah V.”
- Social media engagement through photo-op moments.
The activation also ties into CeraVe’s ongoing efforts to increase in-person engagement and brand visibility, especially among younger skincare consumers active on platforms, such as TikTok and Instagram.
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The tour schedule:
- Chicago – July 29 (Pioneer Court)
- San Francisco – Aug. 10 (Bay Street Emeryville)
- Riverton, Utah – Aug. 17 (Mountain View Village)
- Ann Arbor, Michigan – Aug. 23-24
- Tallahassee, Florida – Aug. 30
- Asbury Park, New Jersey – Sept. 13-14 (Sea.Hear.Now Festival)
The activation blends brand history with interactive elements aimed at reinforcing loyalty and generating shareable content. No retail-specific partnerships or in-store extensions have been announced in connection with the tour.
